Alfasi Greenlit for $600m Bryant and May Redevelopment

Heritage Victoria has greenlit Alfasi Property’s ambitious $600 million redevelopment of the former Bryant and May Industrial Complex at Cremorne in Melbourne. 

The Matchworks project aims to transform the historic site at 560 Church Street into a vibrant, multi-use precinct while preserving its rich industrial heritage.

Built in the early 1900s, the Bryant and May site was noted as a ‘model factory’ renowned for providing generous conditions and amenities for its staff.

Alfasi hopes the redevelopment will continue this tradition for residents and visitors. 

The developer will retain and repurpose the site’s historically significant buildings, with $20 million earmarked for conservation and adaptive reuse.

These structures will house retail and hospitality spaces, allowing public engagement with the site’s history.

A new public square featuring the iconic chimney will serve as the precinct’s centrepiece.

▲ Alfasi's vision includes public space and amenities that will be shared by residents, hotel guests and visitors.

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Matchworks will introduce contemporary buildings ranging from eight to 13 storeys, accommodating commercial office spaces and hospitality facilities.

A key feature is a 198-room hotel operated by The Hoxton; an international lifestyle brand owned by Ennismore making its Australian debut. 

“The hotel will celebrate its locality through art, design, retail and eclectic programming, with interiors taking inspiration from the building’s history and creative local community and surroundings,” Ennismore said in a media statement. 

The hotel aims to be inviting to all visitors, not just guests, with three food and beverage outlets including “an all-day dining destination, café, bar, and signature restaurant” open to the public.

Nearly one-third of the Matchworks site—approximately 3000sq m—will also be dedicated to public realm improvements and open spaces.

The project’s design, conceived via competitive process, is a collaboration between Alfasi Group and renowned architects Denton Corker Marshall.

The development team includes world-class consultants Oculus (landscape design), Lovell Chen (heritage), Greenshoot Consulting (indigenous considerations), and Era-Co (place making).

Matchworks sets ambitious sustainability targets, aiming for 6-Star Green Star certification and a 6-Star NABERS rating, underscoring Alfasi Property’s commitment to environmental, social, and governance (ESG) excellence.

The Office of the Victorian Government Architect praised the development, adding that “the scheme demonstrates respectful but inventive development of a significant heritage place and could become an exemplar both for Cremorne and other precinct-scale sites containing heritage elements and facing development challenges”.

Alfasi Property Managing Director Gill Dvir wants Matchworks to be a dynamic, multi-faceted destination fostering community and commerce. 

“The precinct will offer a variety of amenities, including a microbrewery, distinctive food and beverage options, boutique retail spaces, wellness facilities, and a hotel with a unique character and exceptional service,” Dvir says.

The development aligns with Cremorne’s evolution from its industrial past to a vibrant city fringe destination, reimagining the Bryant and May site for contemporary work, life, and leisure.

Alfasi has already made a significant investment in Cremorne’s future, with its A-grade terraced office development at 510 Church Street Cremorne.

The Matchworks redevelopment will further this aim, blending heritage preservation with modern, sustainable design to create a landmark precinct for work, hospitality, and community engagement. 

Construction is slated to commence in October 2024, with completion expected in 2027.